When I think of PRS and Social media I instantly reflect back to the marketing campaigns I created for both The Cargo Building in Liverpool and Pomona Wharf in Manchester. Both now successful PRS schemes were significantly able to utilise the power of social media engagement to build both appeal and to boost interest in the developments amongst potential applicants. The campaigns themselves were also designed to integrate the buildings into the community in a way that hadn’t traditionally been done before.
I was recently invited to host a RoundTable event in London for the UK Apartment Association @UKAA to cover this very subject and decided to focus in on The Cargo Building and cover what was achieved and how we generated the engagement.
Buildings are obviously very visual and as such they make it a perfect tool to market, it becomes promotable by its perceivable appeal. The Cargo Building used Instagram, Facebook and Twitter as its main social media platforms. Unique content was posted across each platform, giving each audience relevant, new information.
Social media posts can get the attention of influencers and bloggers who may present the opportunity for free advertisement and you can often benefit by tagging (quite literally) onto events happening in the vicinity of your building. We did when The ClothesShowLive came to Liverpool.
Furthermore creating a dedicated # for the building name allows for so much engagement across all platforms which can be measurable and allows residents to share stories and three were created for Cargo #CargoLiving #CargoTeamOnTour (most probably my favourite and #CargoLaunchParty which was an amazing event in itself).
At the RoundTable I was asked as to why the developer/ owners were not mentioned at all throughout the Cargo Building campaign and the answer simply was that the developer/ owners chose to market the brand, rather than the company itself. In my experience of user behaviour it’s people wanting to follow and brand, rather than a company. People simply seem more interested in seeing and understanding a consumer facing brand.
The Cargo Building was able to strike up a good relationship with many local businesses. Creating a social media dialogue with a local yoga studio, allowed the Cargo Building to reach alternative audiences associated with mindfulness and tranquility which is a lifestyle many people seek these days. The yoga studio offered residents discounts creating a partnership with the residents. This became one of the added benefits of becoming a resident, a relationship built over social media. The Cargo Building was even seeing re-tweets from local pubs and coffee shops creating a community communication feed. Many of the local business were used for launch parties and marketing events furthering the authenticity of their relationship.
The main aim of any social media campaign is to capture the engagement of people that may want to live in your development. Early engagement with potential customers should provide them with a journey to following increasing a desire to live there.
The Cargo Building even received engagement from prospective residents expressing their interest and wanting to make viewing appointments, people were reacting to their viewing experience and taking to social media to boast when they became a resident.
If you’re looking to create your own engagement remember this, when people are taking pictures these days, most are considering if it is sharable. When designing any space, try to make it ‘instagramable’, something visual including branding that can be shared. Instagram is flooded by perfect poised pictures of people and scenery, ensuing you have professional pictures of your development will attract views, positive comments and shares.
If creating a campaign for any scheme or brand is something you’d like to do why not come and see me at #FLTheRoadshow on the 11th July in Croydon for my #BeMoreSocial seminar focussing on Branding and Reputation on social media.
You can sign up right now for your free tickets at theroadshow.co.uk
Look forward to seeing you there!
You can keep up to date with exactly what is going on by following @FlatLivingLoves on Instagram and Twitter and if you want to follow me on my new journey you can also follow me on Instagram and Twitter with just @jamesbiley or if you wanted to see my very very new YouTube channel you can search James Biley Marketing and that’s where you will find I’ll be uploading all of my video’s including the latest roadshow ones!
Any questions or comments just tweet @FlatLivingLoves and @JamesBiley using the #BeMoreSocial hashtag.
James Biley is currently exploring opportunities as he embraces some new challenges this year so if you have a project or idea for your business there couldn’t be a better time to ask James a question or for his input. You can reach James directly on Instagram, Twitter and LinkedIn.
